Titre : |
What are the motivational factors that encourages young consumers into purchasing luxury goods? : To what extend does social media affect consumption of luxury goods amongst young consumers? |
Type de document : |
Mémoire |
Auteurs : |
Angélica BAEK, Auteur |
Année de publication : |
2019 |
Importance : |
62 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management DEVELOPPEMENT ECONOMIQUE ; INDUSTRIE DU LUXE SECTEUR ; JEUNE ; MARQUE ; WEBMARKETING ; SITE INTERNET ; MEDIA
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Résumé : |
In 2018, Millennials represented 27% of the global population or about 2 billion people . As millennials are increasing, the luxury industry is increasing too, and this can be explained because millennials are spending their money differently than previous generations, where they are confident in how they are spending their money. Additionally, millennials contributed 100% on the luxury market growth in 2018 and this is expected to keep growing and by 2025 they will contribute 130% in the luxury industry. Millennials are the top users in social media platforms, and this is why they are more susceptible to be exposed to any brand. And this is possible because of Influencer Marketing, and this strategy is taking the lead in endorsements of products and services, because they are able to reach a niche audience and bring brand awareness to consumers. This study aimed to figure out what are the motivational factors that encourages young consumers in purchasing luxury goods and to what extent does social media affects their purchasing decision.The research data was collected by a survey where there were 117 respondents from France, Chile, South Korea, United States of America and China. The data was analyzed with SPSS. The results were positive, where all the hypotheses were accepted. It shows also that respondents also buy luxury products in order to be part of a reference group and because people around them own a luxury good.
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Note de contenu : |
PGE: Bibliogr.P. 16-18 |
Programme : |
PGE-Rouen |
Spécialisation : |
Marketing |
Permalink : |
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